21世纪经济报道·2025-11-08 13:01Core Insights - The article emphasizes the shift in consumer behavior during the Double Eleven shopping festival, highlighting a focus on essential household goods and services, reflecting a desire for stability and quality in family consumption [1][45][46] Group 1: Household Consumption Trends - Double Eleven has become a fixed annual procurement node for families, with a high penetration rate among respondents indicating that most have either participated or added items to their carts [5] - Household daily necessities dominate the consumption landscape, with 65.9% of consumers prioritizing these items during promotions, significantly outpacing other categories like home appliances and beauty products [9][29] - Consumers are increasingly viewing household services as essential, with over half considering them a standard solution for household challenges, indicating a shift from optional to necessary spending [31][33] Group 2: Consumer Behavior and Preferences - A rational planning approach has emerged as the mainstream consumer behavior, with nearly 40% of consumers adopting a combination of stockpiling and immediate purchases, reflecting a mature shopping strategy [13][45] - The motivations behind consumer purchases include a desire for stability in daily life (56.3%), price sensitivity (55.6%), and a need to reduce daily burdens (50.11%), showcasing a multifaceted decision-making process [14][15] - Quality and price are equally important to consumers, with 52.6% prioritizing product reliability and 52.4% focusing on affordability, challenging the stereotype that promotions are solely about low prices [17][18] Group 3: Platform Preferences and Market Dynamics - JD.com has emerged as the preferred platform for purchasing daily household products and services, with over 40% of consumers favoring it due to its reliability and logistics efficiency [21][24] - The brand preference for household goods shows a strong inclination towards domestic brands, with over 60% of consumers favoring traditional and emerging Chinese brands, reflecting a growing trust in local products [23][24] - The overall household spending on daily necessities remains stable, with nearly 80% of families maintaining or increasing their expenditures, indicating a robust market for essential goods [26][29] Group 4: Service Consumption Insights - Service consumption is transitioning from optional to essential, with over 93% of respondents showing interest in service-related purchases during Double Eleven, highlighting the growing importance of service in consumer spending [35] - The main drivers for service purchases include significant discounts (44.22%), improved service quality (36.00%), and planned stockpiling (35.20%), indicating a shift towards valuing both price and quality [37] - Concerns regarding service quality and price transparency remain significant pain points for consumers, with many expressing worries about inconsistent service and unclear pricing structures [41][42]